NextStage Member Tools Explained

For anybody keeping track, here are our current tool offerings to NextStage Members. We keep adding tools as they become available and will update this list periodically. Some tools require training, some tools require our tracking code be on a digital property, some tools are so new they don’t have their own icons yet.

For those who don’t know, NextStage Membership costs $250US/year. There are lots of other benefits. Come play with our toys. They’re lots of fun and so are we.

Posted in Ad Placement, Age Persuader, Analytics, Audience Finder, BlueSky Meter, Client Prospector, Compatibility Gauge, Entrepreneur Gauge, Experience Optimizer, Gender Persuader, Immediate Sentiment, Job Prospector, Looking Glass, Love Finder, Love Jones, Marketing, NeuroPrint, NextStageology, OnSite, PersonaScope, Political Analyzer, Political Reader, Predictive, Predictive Echo, Resume Rater, SampleMatch, Sentiment Analysis, Social Interferometer, TargetTrack, Tools, Veritas Gauge, {C,B/e,M}sTagged , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Here Are Your NeuroMarketing Options

I was at a conference recently and took many turns through the exhibitors’ booths.

I took many turns through the exhibitors’ booths because I had no idea what I was doing at the conference. I’d been invited and someone else was paying my way, and I hoped seeing the wares presented would offer some insight into why some group would contact me to attend on their behalf and essentially pay me to do so.

Before going further, let me state that I don’t remember any NextStageologist saying or writing “We do neuromarketing.” It’s been said about us often enough and I’ve publicly written that I think people say we do neuromarketing (skim down to “3. What the heck is a NeuroMarketer?” in the link) because 1) it’s a term du jour, 2) they don’t know what else to call us, 3) they’ve called us many pleasant and few unpleasant things in the past and seem to think we change as do the buckets they want to put us in, …

People say “But you guys do so many things” and that’s true. Our response is “That’s because the brain does so many things. The brain doesn’t only make decisions or only control breathing or only look at pretty people or only guess about the future and if the brain could only do one thing we wouldn’t have evolved much beyond amoeba. We do lots of things because, like the brain, we have no limits.”

Okay, we have some limits.

But, as I was typing, some of the vendors did…something…at the conference. I watched. It looked a lot like what I’ve been told is traditional, historical neuromarketing. You know, traditional and historical, like the stuff going back a year or more ago?

It was fascinating.

Now before going any further, none of the people shown here claim to be neuromarketers and that includes NextStage. I merely offer these as examples of what others who call themselves “neuromarketers” do.

Here are some of your NeuroMarketing options…

Option 1 – See the Brain in Real Time

Cap Showing the Brain in 3D

The fellow in the picture above is brilliant. He and his team (if I understood correctly) have developed a cap that generates a image of an individual’s neurophysiology in real time. The medical implications of this are incredible.

But it’s not neuromarketing as I understand it. Seeing the brain work is not the same as knowing what the brain is working on. Seeing specific brain areas associated with likes and dislikes is not the same as knowing what the brain is liking or disliking. Tomograph, fMRIs, neurographs, etc., of heat and blood flow in the brain while showing a picture of a brand product is not the same as that individual wanting, desiring or avoiding that brand product. They are, at best, proxies. There may be a direct connection or they may not be. A dislike of a particular brand might have more to do with a bad memory of someone who used that brand than the brand itself, and building a campaign on such evidence is…is…a really interesting way to spend your budget.

But credit where credit is due, if I ever get a brain lesion, I want the guy in the picture above in my corner.

Option 2 – If the Device Fits, Wear It

The video below is of a young woman being fitted with a device that allows the wearer’s brain to interact directly with an image on a screen. Doing that is impressive. The device itself is nicely designed and packaged. The gentleman in the video is someone trained by the company that markets the device. He’s a trained professional. After two minutes and twenty seconds he still hadn’t gotten the device to work correctly, and he’d applied enough saline solution to make Brylcream proud because this time, a little dab wasn’t doing ya.

Fairness time; lots of people at this conference sat down to have this device placed on their heads. I talked with several of them who wanted to take part but couldn’t because the device couldn’t read their signals reliably if at all.

Option 3 – You Can Find A Company that Claims to do NeuroMarketing

A long standing NextStage client was told by his GM to go talk to the GM’s friend who had started a neuromarketing company. You could tell they were a neuromarketing company because they used “neuromarketing” on their site a lot.

I asked the client how it went. Here’s the conversation:

“Hi! I’m speaking with these guys today, …, it looks like they are taking a similar theoretical approach as you, although their execution is paleolithic compared to yours.”

Be sure to tell them that.

“The guy is a friend of the GM. The GM hears me say the word neuromarketing, this guy says the word neuromarketing, GM says lets all meet. I say, ‘Why would I let them put headbands on 5 people when I can learn way more about EVERY one visiting a site without looking like Olivia Newton-John?’ I can assure you that basically I’m going to tell them they’re in the stone ages. No reason to drive the ford Edsel when you have the rocket car sitting in the garage!”

(a few days later…)

How did it go with your GM’s friend?

“The neuro guy was a joke, an entrepreneur who saw a cool graph on a screen, no plan, no insight, no training, no business plan, not even an elevator pitch nor the brains to run it.”

Hmm…but he has money? Maybe he’d like to buy us out…?

“He doesn’t have that kind of money….”

Sorry it was so ungood. And may I quote you?

“Quote me?”

Yes, I’ve been working on a response to all the neuro blather and would like to include an anonymous note about someone who went looking for neuro solutions and came up short.

“No problem ;)”

(and here’s to hoping you, dear reader, have similar luck)

Recapping thus far

Thus far we’ve seen the need for devices that may or may not work for everyone, require a skilled professional to place on the test subject’s head correctly, are limited to subjects who basically raise their hand and say “Yes, I’ll wear one of those”, and people with pretty websites, high level friends and are a joke (so said the client, not us).

First, what happens to those people who raise their hands but can’t make the device work? How many will be satisfied with “Here’s your $20 and sorry your head’s not the right shape” or “Here’s your $30 and your brain’s not giving off any signals we can detect” or “Here’s your $50 and our equipment doesn’t seem to be working right now, no need to come back later because it won’t work for you, then, either”?

You’d probably go with a variant of that last one but then you have people walking around telling others how their incredible noggins broke your fancy-dancy mind-reading headgear.

And if people can train their brains to do what’s required, how long do you think it’ll be ’till companies start selling “Brain-Trained” individuals for testing purposes, or offer “Brain-Training” courses and all so that, when the neuromarketing goblins come a’knockin’, your results will be through-the-roof kind-of good?

And you thought buying Fans, Friends and Likes was scummy?

And do remember, none of the folks in the above images claims to do “neuromarketing”. At least they didn’t claim to when I asked (and I did ask and I did ask permission to video and photograph so I could use the video and photographs on one of my company’s blogs). I took the pictures and video because the folks shown above do things that other companies have called “neuromarketing”.

Second, the GM’s friend. Let me repeat myself. “The GM’s friend.”

Option 4 – In the Time You’ve Been Reading…

In the 1-5 minutes you’ve been reading this post, NextStage’s Evolution Technology has analyzed the behaviors of anywhere from 3-25,000 individuals. It has determined how they think, how they make decisions, what types of things convince them, whether or not they believe whatever they’re viewing, whether or not they accept whatever they’re viewing (belief and acceptance are two very different things), when they’re likely to spend money and what needs to be changed on a client’s digital property so that they, the visitor, will spend money on the client’s digital property or in their brick&mortar store. You can get an idea of what NextStage’s Evolution Technology can determine in our example NextStage OnSite reports, you can get an idea of where we’re currently being used on our NextStage SampleMatch Countries listing and you can get an idea what people are saying about everything we do in our Comments section.

And remember, we don’t do “neuromarketing”. We just give you results. From your entire online audience. There’s a lot of neuroscience in what we do, true, and there’s also a lot of anthropology, linguistics, sociology, psychology, mathematics, and other sciences in what we do.

That’s why I prefer to offer that NextStage does NeuroAnalytics rather than NeuroMarketing because we’re more interested in how to use what the brain does naturally to make your marketing work.

As one happy client wrote in my LinkedIn Profile,

I’ve been working with Joseph and his tools now for several years. As a “digital analytics professional”, there are several phrases I can use to describe the man and the technology he creates related to my field of work: game-changing, mind-blowing, visionary.

I don’t use those words lightly. I’ve seen the future of advanced analytics, and it’s the next generation technology Joseph has invented and continues to develop.

How do you measure website engagement? Page depth? Time on site? Top viewed content? Satisfaction surveys? These are proxies for what we in digital analytics think reflects visitor engagement. Now imagine a tool that you could put on your website that silently measures engagement by actually determining how visitors feel about content, without having to ask them.

Then imagine that the same tool can then alter visitor website experience on-the-fly and present more engaging content. Then imagine watching your conversion rates go through the roof.

It’s not fiction or magic. It is a real tool, it is real science, and you can use it on your website to drive real extraordinary business results.

And that’s just the tip of Joseph’s iceberg. He’s continually creating new tools, new technology, and new thinking to enable marketers to measure and enhance the effectiveness of their work in ways that haven’t even been thought possible before.

I consider myself lucky to have met Joseph, and I am continually awed and humbled by the man. If you’re in business and want to do better, I’d suggest you get to know him and his marketing toolbox as well.

If nothing else, you’ll at least get a few good jokes out him!


Posted in Advice and Content, Analytics, Marketing, NextStageology, OnSite, Predictive, ToolsTagged , , , , , , , , , , , , , , 2 Comments

Looking for Love? Now You Can Find All the Right Places!
(On the Evolution of Tools)

The NextStage LoveJones ToolI published What Kind of Lover Are You (And Can You Improve)? on That Think You Do and introduced The NextStage LoveJones Tool (NSLJ)1 last Friday (2 Dec 2011).


There’s a bit of history behind that tool, some of which is documented in How Do You Define ‘Love’?. In a nutshell, several years back a personals site asked if we could produce a tool that would determine if people would fall in lust. They called it “love” and when we talked with them at length their greater interest was lust.

Lust — or Erotic love — is immediate, tends to be satisfying due to its extreme psychosensual and endorphin stimulating nature (sex is good exercise in case you didn’t know) and — the best part as far as personals sites are concerned — lustful relationships tend to be temporary. Participants tend to tire of each other quickly because once you get past the magic whumpa whumpa there’s not much holding the relationship together. I should also point out that there’s lots of studies indicating 17-30yos primarily want this kind of relationship (sometimes called “f’ckbuddies”) and an analysis of TXT traffic in this age group bears this out. This generation’s momentary pairings purely for tension release make my generation’s barhopping look lame.

The goal of most personals sites is to have people return frequently to queue up for their next go-round. Long term relationships don’t generate a lot of income for personals sites. Yes, they advertise successful long term pairings because the majority of people frequenting such sites are in a state of “hope”, hence market to that hope.

The reality is that such sites profit when people fall in and out of lust or like and definitely not love. The personals sites’ goals, in other words, is to have people make long term commitments to the site, not to people they’ve met through the site because such sites don’t profit if you find the love of your life, they only profit if you find the love of your night, week or month at best.

Anyway, determining such things was beyond ET’s2 ability at the time. However, developing ET-based tools that determined people’s suitability for each other seemed so doable that we kept returning to it through the years.

aHA! Moments

NextStage OnSite Visitor Analysis ToolEventually we figured it out. We didn’t realize we had figured it out at first. We got our first inkling that the problem was solved when we released our NextStage OnSite3 (NSOS) demo. Normally NextStage OnSite reports on visitor activity en masse. The breakthrough was in isolating and reporting on unique visitors.

aHA!Isolating and reporting on unique visitors wasn’t a breakthrough so much as it was a remembering of how ET was originally purposed; to help individual students better understand course material. That form of ET monitored some highly specific aspects of memory and cognition of individual visitors/students. It was while modifying those ET elements for a specific NSOS client that we had our aHA! moment.

We had lots of data (both our own and from a variety of other researchers) on how the brain maps “love” to specific regions, to what degree, at what levels and so on. All that was necessary on our end was to develop the neuromathematics that translated those neural firings to psychomotor behavioral cues (both gross and fine) and then test test test.

Meanwhile, Back at the Barn…

NextStage SampleMatchWhile this was going on, we released our NextStage SampleMatch Tool4. Whenever we release a new tool we get lots of emails about how that tool could be used, specifically how it could be used in ways we never thought of.

Case in point,

Can your SampleMatch tool show me where I’ll find people I’ll like, maybe even someone to fall in love with? …

Well…that wasn’t what it was designed for, and…hmm…yes, it could.

More accurately, it could give you an idea where you’ll find like-minded people, people you’re most likely to get along with.

So while we were testing testing testing the NextStage LoveJones tool we also realized some it’s outputs could be used as inputs to our SampleMatch tool and, as they say…

…the Quest Was On!

NextStage PersonaScope reveals details about individual thinking patterns, behaviors and motivationsOne of the things NextStage LoveJones determines (although it doesn’t report it) is the user’s RichPersona5. RichPersonae are reported by NextStage PersonaScope (NSPS).

Using myself as a test subject, I ran an earlier version of this post through PersonaScope tool to get an idea of how I was thinking, behaving, responding, what was motivating me and so on. NextStage’s PersonaScope tool indicated that I was a V9 RichPersona (Personality Type). This is also known as an ENTJ in some psych profiling systems.

NextStage's PersonaScope thinks evaluated me as a V9 Personality TypeBut a V9? I know a lot about V9 RichPersona/Personality Types because PersonaScope tool tells me a great deal about such things. Basically, at that moment in time and based on what I’d been doing at that point in time, I wasn’t a pleasant person to be around6. Note: We suggest PersonaScope users prevent one bad piece from dominating an analysis of themselves or others by gathering several pieces together into one file, say some emails or blog posts written over several months, maybe 7-10 total, then put them through PersonaScope.

NextStage's RichPersonae Wheel - Click for larger imageMoving ever onward, the next step was to take a look at NextStage’s RichPersonae Wheel. Not quite a Wheel of Fortune and perhaps close in this case. (Note that the image on the right is a simplified version of our RichPersonae Wheel)

For the purposes of using SampleMatch to find a soul mate, life partner, significant other, special someone, …, the next question is “Do I believe Likes attract or do I believe Opposites attract?”

This question is significant because Likes versus Opposites indicates where you should look on the wheel to determine the RichPersonae of those significant others.

Likes Attract - Click for larger imageLet’s say for our example that you learn you’re an A19 Personality Type and you believe Likes attract. You should look for people with A18, A19 and A20 Rich Personae. People with Rich Personae further and further away from A19 are increasingly less likely to make an A19 personality type happy.

Opposites Attract - Click for larger imageUnless, of course, you believe that opposites attract. Opposites attracting allows our A19 personality type to select from a V6, V7 and V8 personality types.

Therefore the next question in the queue is “Is this user a like or opposite type of person?” That’s actually determined in the RichPersonae. My (at that time) V9 RichPersona was very much an opposites attract type of person. Our A19 example is a likes attract type of person.

The Need to KISS

Possible Attractions - Click for larger imageAt this point we sat back a bit. “Okay, we need the visitor to first use PersonaScope to determine their RichPersona, then they need to know if the response indicates a Like or Opposite personality type, then how to map the response to either a “Likes” or “Opposites” on the RichPersonae Wheel, then what? Are we going to ask them to breakdance on their tablets while singing the Oratorio from Carmen? Backwards? In Spanglish?”

We realized that yes, requiring users/visitors to navigate such a solution path violated our own rules and observations regarding how people use tools (not just ours, everybodies’). The best way to get the largest number of people to use anything is to KISS, the “Keep It Simple, Smeadley” rule that’s on each of our tools as Use: Pure and simple, you login, [either upload a file or enter an URL], click on submit and get your result. Clean, quick, simple and neat because we like it that way.

Eventually we decided that ET could figure all this out and without asking the user any questions at all, simply report back the most likely geographic locations where the user might find compatible life-partners. No questions, only results.

And the Winner Is…

Introducing The NextStage LoveFinderSo we developed The NextStage LoveFinder (NSLF) that automatically performs all the steps outlined above. Literally, all you need to do is login and it determines where on the globe you’re most likely to find compatible life-partners.

So if you notice any mass migrations over the next few years…

And we’re also waiting to see if there are certain places where anyone is most likely to be lucky.

The above, by the way, is how tools evolve here at NextStage; either clients make a request or ask a question and we’re off, or sometimes we just go exploring because we’re researchers and that’s what we like to do.

Currently we’re working on two new tools, one directly requested by a NextStage member and the other hinted at by another NextStage member (although they didn’t know it at the time).

And we continue to improve all our existing tools, too.

Busy us, yes?

True TriQuatro

Beta tests and current use of NextStage LoveJones are indicating that culture plays a great role in how people interact with their partners. Fascinating stuff, this, we thinks!

The NextStage LoveJones Tool1 – The NextStage LoveJones tool measures a bunch of factors and determine what, if anything, the user could do to improve their relationship with their life-partner(s).

2 – If you’re new to this blog or NextStage in general, ET is Evolution Technology, something we designed and developed, now being used in over 70 countries worldwide, and is capable of determining and responding to human thoughts through any human-machine interface.

NextStage OnSite Visitor Analysis Tool3NextStage OnSite is a site visitor analysis tool that provides qualitative and quantitative information about visitors well beyond traditional analytics. OnSite even evaluates bounces and lets you know why visitors bounced. OnSite requires only that a simple JavaScript tag be inserted between the </BODY> and </HTML> tag on each page you want monitored. The basic version consists of thirty reports that determine various psychological (“{C,B/e,M} matrix” or “cognitive, behavioral/effective and motivational”) factors about visitors, all of which provide suggestions for improving site conversion. You can learn more on the NextStage OnSite About page.

NextStage SampleMatch4NextStage SampleMatch (NSSM) analyzes NextStage OnSite data collected worldwide and determines the RichPersonae of geographic regions. Clients use this location specific RichPersonae information to insure their marketing material is designed correctly for the available audience.

NextStage PersonaScope reveals details about individual thinking patterns, behaviors and motivations5 – “RichPersona” is the high level concept of an individual {C,B/e,M} (Cognitive, Behavioral/effective, Motivational) matrix. People are always demonstrating how they think (“Cognitive”), how they act based on how they think (“Behavioral/effective), and how how they think motivates (“Motivational”) them to behave as they do. NextStage currently indices 144 RichPersona for most cultures although that number can be significantly higher for specific audiences (east Asian audiences, for example). NextStage’s PersonaScope (NSPS) tool analyzes material and reports RichPersona in depth.

6 – It’s probably worth knowing that we eat our own dog food here at NextStage, so to speak. I took a moment to determine if I really was demonstrating V9 characteristics and yes, I was. Okay, time to put things down or away and go take care of myself so that I would be a better person to be with for both myself and those around me.

I realized my schedule at the time was somewhat harried and that I was putting demands on myself that were both unnecessary and excessive, nor was it making life much fun for everybody else. I took control back and feel better for it (and I’m told so do those around me).

NextStage Tool Previews in the Members Area

I mentioned in Next Tool Releases from NextStage that we’d be releasing some new tools in the coming months, some of which are being previewed in the NextStage Members area (probably a good reason to become a member, access to tools in the development stage, a chance to shape them before release, discounts on their use thereafter, …)

  • NSPM – NextStage PersonaMap works much like NSPS – NextStage PersonaScope in that it determines behavioral, psychological, cognitive and strategy factors of individuals. It is different in that it uses data collected by NSOS – NextStage OnSite rather than having you submit an individual’s material for analysis. NextStage PersonaMap lists some industries ET has knowledge of, you pick one and it reports how web, print and video material should be designed to capture that audience and what traits any personae should have if designed for this audience. It also lists known Myers-Briggs Equivalents.
  • NSPE – NextStage Predictive Echo scans web server logs and previous web pages to determine how visitors were thinking, determines how much of your audience was getting your message historically, then makes suggestions for your next design efforts.
  • NSSM – NextStage SampleMatch lists psychologic and behavioral traits about visitors to various sites we monitor worldwide. The information is presented in regional, industry, time and gender based formats. This information is useful when designing marketing and creative material for specific audiences. More industries, locations, etc., will be available as we have time and before the tool is launched. The tool updates once every 24 hours.
  • NSVG – NextStage Veritas Gauge uses data from NSOS – NextStage OnSite to determine how many visitors to sites are entering truthful information online to blogs, comments, forms, etc.